Before You Hit Send – How’s Your Subject Line?
A simple misstep companies often make when venturing into email marketing is to underestimate the importance of a good subject line. It’s hard to guess what will entice your subscribers into opening your message, but with a little common sense and testing, you can figure out the most effective format to use. Try several variations of the subject line for each of your first few sends, and then keep an eye on your open rates. Figure out which one is most effective, and stick to the format for future sends.
A few tips to keep in mind for subject lines include: 1) Keep them short, 35 – 45 characters are ideal so they can be read easily in most email clients and on mobile devices, 2) Put the important part of your message near the front of the subject line so it comes across, 3) Convey value and urgency to encourage opens.
…And The Results Are In
To make sure your emails are doing well, you need to check in on the reports periodically. Delivery rate is a key metric, you want to make sure your subscribers are receiving your content, and views are obviously also important. But something to look out for: emails with good delivery rates (89 - 90% is average), but low view rates (10-15% view rate is average). This indicates is that your email messages are being delivered, but that they are likely going to a junk or spam folder and not viewed. This can easily go undetected by email marketers, who will continue to devote resources to an email newsletter or other campaign that isn’t even reaching all of their clients. You may need to contact the ISP to resolve this filtering issue, but a good way to start is to adjust your content and apply best email design practices (or consider having a professional design a template for you). And you should see that open rate jump.
In my experience, those willing to apply these basic principles in their
email marketing efforts are guaranteed to have a successful and trouble-free email marketing experiences.
Robert Rodriguez is an account manager for EX Publisher, for its
StreamSend Email Marketing Software.
